by vicki | May 20, 2026 | Creative Strategy
Testing has become one of the most reliably cited best practices in digital advertising. Run A/B tests. Test your creative. Let the data decide. The advice is everywhere, and it is not wrong. The problem is what most brands actually do when they follow it. Most brands...
by vicki | May 13, 2026 | Creative Strategy
Most conversations about ad creative focus on aesthetics: what looks good, what feels on-brand, what the creative team is proud of. These are not irrelevant, but they are not the primary question. The primary question is what causes a specific person to stop, pay...
by vicki | May 6, 2026 | Creative Strategy
For most of the last decade, the primary battleground in paid advertising was audience targeting. Who you reached, how precisely you defined them, how well you structured your custom and lookalike audiences — this was where the strategic conversation was focused, and...
